Katelyn Reedy

Creative Brief and Creative Strategy Statement

Product/Client: Aquavista Water

Brief Description including history, features, benefits, & advantages: Aquavista is

a natural artesian bottled water company. They have been in business since the
Madison Aquifer was discovered in 1979 by Husky Oil. The aquifer is located in the Big
Horn range of the Rocky Mountains. It supplies one of the largest artesian wells in the
world and runs 4,700 feet beneath the surface of the Madison Formation. The well helps
protect the water by limiting contaminants that enter into it, which allows it to maintain
the perfect pH level. It also helps to maintain the source’s natural composition of
minerals and electrolytes. The well site is located in Manderson, Wyoming, and
produces over 5 million gallons per day. When the water is transported from the well to
Aquavista’s production facility, it undergoes a filtering process and is bottled. From
there, it gets distributed to Alaska, Idaho, Montana, New Mexico, South Dakota, Utah,
and Wyoming. Its blue bottle sets the water apart from other brands on the shelf and it
is packaged in a variety of 16.9 oz, 20 oz, and 1-liter bottles. The company has done
little to no advertising for its product in the past. Aquivista has many competitors in the
bottled water industry but the top ones include Fiji, Dasani, Aquafina, and Nestle Pure
Life.

Suggested Positioning: We should position Aquavista as the affordable bottled water

for active individuals and families.

Target Audience: Tammy is a white, 36-year-old woman living in Phoenix, Arizona.

She and her husband Jake have been married for 11 years and have 3 kids ages 2, 6,
and 9 years old. Tammy attended the University of Arizona and received a Bachelor’s
degree in Secondary Math Education. She earns $45k a year in addition to her
husband’s salary of $75k working as a mechanical engineer. Tammy enjoys being in the
outdoors and loves to hike, do yoga, and grow fresh vegetables in her backyard garden.
She is very health conscious and values the happiness of her children. All of her kids
play soccer and Tammy makes sure that she attends every game. She believes that
people who work hard deserve to be recognized. As a result, she is a proponent of
participation trophies to mark her children’s progress in sports. In her free time, Tammy
does water coloring and reads Better Homes and Gardens Magazine. She buys and
uses bottled water often because she and her family are always on-the-go. She wants
to buy the best quality water for its price and is not interested in overly expensive
options.
Motivation to Buy: Health is very important to Tammy and she wants her family to live
a long happy life. She wants to help her children perform to the best of their abilities by
ensuring that they receive proper nutrition every day. She is highly motivated by health,
outdoor activity, and finding balance in her life.

Purpose of Advertising: We want to drive people to our website to learn more about
the natural health benefits of Aquavista water. In turn, we want people to shop in
grocery stores and ask about the product.

Suggested Tone or Approach: The advertising should be youthful and fun. The ads
should show that Aquavista water can replenish, strengthen, and energize individuals to
get through all of their daily activities including working out, playing sports, and running
errands, or gardening.

Suggested Media & Timing: The advertising should run throughout the summer from
late May to early August on television because it is the hottest season of the year and is
when people need bottled water for their on-the-go adventures. Outdoor advertising
would also be good around this time of year since people are outside more. Ads should
be run through social media and any active or outdoor themed website or magazine
from October to March to gain the attention of our target audience as well.

Creative Strategy:
To impress men and women ages 25-41 that Aquavista water will both fit their budget
and help them maintain their active lifestyle because the brand is affordable and the
water is naturally balanced.